共享经济下体验营销的设计策略研究-包装工程.PDF

包 装 工 程 第 39 卷 第 22 期 128 PACKAGING ENGINEERING 2018 年 11 月 共享经济下体验营销的设计策略研究 张寒凝，黄紫隆 （江南大学，无锡 214122 ） 摘要： 目的 探求共享经济下体验营销的设计策略。方法 通过文献综述、案例分析、归纳法等研究方法 对共享经济进行剖析、举例和归纳，总结出适合共享经济背景下体验营销的创新设计策略。结论 体验 营销是以满足顾客体验需求为目标，一种为体验所驱动的营销和管理模式，而共享经济下的体验营销更 注重服务流程中各个接触点之间的体验输出。通过对接触者、产品、场景和服务反馈这4 个元素进行规 划，从而提高顾客的体验感。 关键词：共享经济；体验营销；设计策略 中图分类号：TB472 文献标识码：A 文章编号： 1001-3563(2018)22-0128-04 DOI ：10.19554/j.cnki.1001-3563.2018.22.021 Design Strategy of Experience Marketing under Sharing Economy ZHANG Han-ning, HUANG Zi-long (Jiangnan University, Wuxi 214122, China) ABSTRACT: The work aims to explore the design strategy of experience marketing under sharing economy. Through the literature review, case analysis, induction and other research methods, the sharing economy was analyzed, illustrated and summarized to sum up the innovative design strategy of experience marketing in the context of sharing economy. Experi- ential marketing aims to meet customer experience needs. It is a kind of experience-driven marketing and management model, while the experience marketing under the sharing economy pays more attention to the experience output between various points of contact in the service process. The four elements, including contact, product, scenario and service feed- back, are planned to improve the customers sense of experience so as to promote customer use of the product. KEY WORDS: sharing economy; experiential marketing; design strategy 随着信息技术、互联网产业的发展，以爱彼迎房 学的社会学教授 Marcus Felson 和伊利诺伊大学的社 屋短租、优步打车、“滴滴”租车等为代表的“共享经 会学教授 Joe L.Spaeth 提出，但直到最近几年才开始 济”迅速崛起。此种新经济模式以个体消费者之间的